Content Marketing and B2B Lead Generation

A recent study by HiveFire has found that content marketing has become the channel of choice for B2B marketers. 82% of respondents reported that they currently are using content marketing, more than search marketing (70%), events (68%), public relations (64%), and print, tv, and radio (32%). The dramatic rise of content marketing over the last few years has been closely tied to b2b lead generation.

One of the toughest challenges for many b2b firms is generating high quality leads for their sales teams. With the stagnant economy, sales departments have been trying to partner closer together with marketing to bring more qualified prospects into the sales funnel and increase conversion rates. As a result content marketing’s popularity has skyrocketed.

Content marketing involves the creating and sharing of valuable and relevant content to generate interest and prospects. Frequently this content takes the form of a free whitepaper or webinar. Rather than selling, content marketing aims to educate about a specific purchasing decision. It gives prospects the facts and options for a solution.  This delivers value, helping businesses earn trust and credibility.

Strong content alone however isn’t enough to drive lead generation.  Almost equally important is an effective strategy to broadcast your content.  This can be done externally through a lead generation company or internally.  Either way, it ensures your content gets noticed.

So if you’re trying to supercharge your sales engine, consider leveraging content marketing to drive your lead generation funnel.

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